PSE&G’s 'Welcome to the Saverhood' campaign

To support Public Service Electric & Gas (PSE&G), New Jersey’s largest utility, in its commitment to developing energy-efficient programs, strategies, and technologies for its customers, our team of marketing experts developed an interactive, engaging, and inclusive omnichannel campaign: “Welcome to the Saverhood.”

Challenge

In 2021, PSE&G committed $1 billion toward energy efficiency programs such as appliance recycling, HVAC savings, appliance rebates, and home assessments. The energy saving goals were the largest commitment to energy efficiency in the state’s history, which meant the utility had aggressive energy savings targets to meet. As its energy efficiency programs were new to the market, PSE&G sought to build customer awareness and participation through an extensive marketing campaign.

As PSE&G’s agency of record, we developed a marketing and branding campaign targeting audiences most likely to take up the company’s energy efficiency programs. Founded on the concept of “If savings were a place,” the Saverhood campaign depicts an idyllic community where all roads lead to smarter energy choices. Partnering with the utility, we developed and executed an integrated campaign, which included billboards, transit advertising, digital advertising landing pages, emails, and social media ads. The team also developed extensive print collateral, including bill inserts, direct mail postcards, brochures, and assorted program materials.